communication by marketers that informs, persuades, and reminds potential buyers of a product in order to influence an opinion or elicit a response.

Communicate value

listen to what customers need or the feedback after using the product. Satisfied. Part of the promotion. Advertising is the marketer speaks to the consumer.

The process by which we exchange or share meaning through a commen set of symbols.

2 major categories:

Interpersonal communication: is direct, face to face communication between two or more people. EX: Salesperson speaking directly with a client.

Mass Communication: involves communication a concept or message to large audiences. A great deal of marketing communication is directed to consumers as a whole, usually through a mass medium such as television and newspapers. Marketer must wait to see customer reactions.

Promotional Strategy

a plan for the optimal use of the elements of promotion: advertising, public relations, personal selling, sales promotion, and social media.